Marketing medical groups

Marketing has emerged in the literature of medical group management only recently, but to a significant degree. Typically, it is discussed in the context of developing new programs, such as industrial medicine services, or in terms of advertising and public relations. These are perfectly valid areas in which marketing applies, but by no means are they the limit of its potential contribution. Viewed in its broadest context, marketing may be employed to govern most, if not all, essential decisions and operations of the medical group--to plan and manage the group's overall success, prosperity, and survival.